Chapter 1 Internet Marketing as part of the Marketing Communications Mix This chapter covers the following objectives: * Briefly describe how the Internet originated and what makes it unique as a communications and transactions medium[…]

Chapter 2 The Internet Value chain This chapter covers the following objectives: * Distinguish between the following concepts: Supply chain, value chain and virtual value chain * Explain lean processes and greening the supply chain[…]

Chapter 3 Business Models & Strategies This chapter covers the following objectives: * Explain the concept and functions of a business model * Discuss the concept of value proposition and its importance in developing  marketing[…]

Chapter 4 Direct & Database Foundations This chapter covers the following objectives: * Explain the ways in which the Internet is a direct response medium * Distinguish between acquisition, conversion and retention strategies * Identify[…]

Chapter 5 Online Branding and Video Marketing – Part 1 This chapter covers the following objectives: * Describe ways in which consumer media habits are changing * Discuss how and why online advertising and promotion is[…]

Chapter 5 Online Branding and Video Marketing – Part 2 This chapter covers the following objectives: * Describe ways in which consumer media habits are changing * Discuss how and why online advertising and promotion[…]

Chapter 6 Display Advertising & other Customer Acquisition Techniques This chapter covers the following objectives: * Explain the meaning and importance of customer acquisition as a marketing strategy * List the major customer acquisition techniques,[…]

Chapter 7 Email Marketing This chapter covers the following objectives: * Discuss the reasons for the growing importance of email marketing * Describe the various levels of permission * List the steps involved in developing[…]

Chapter 8 Search Marketing: SEO & PPC This chapter covers the following objectives: * Discuss the reasons why search marketing is so important * Explain the difference between a directory and a search engine * Understand[…]

Chapter 9 Social Media Marketing This chapter covers the following objectives: * Define Social Media Marketing * Explain why marketers find it necessary to engage in social media marketing * Explain why social marketing media[…]